옥와광고 부분 그랑프르를 받은 ‘짐바브웨신문(The Zimbabwean)’ 광고 ‘트릴리언달러(Trillion Dollar)캠페인’
아프리카의 짐바브웨의 살인적인 인플레이션을 고발한 ‘짐바브웨신문(The Zimbabwean)’ 광고 ‘트릴리언달러(Trillion Dollar)캠페인’은 옥외부문 대상을 받았다.
게시판, 벽면, 전단에 1조 지폐를 포스트잇처럼 붙여 도배하고 지폐뭉치를 사람들에게 보내기도 한
이 캠페인의 슬로건은 ‘무가베 정권 덕에 돈으로 벽보를 만듭니다(Thanks To Mugabe This Money Is Wallpaper)’이다.
짐바브웨에서는 치솟는 물가로 종이가 지폐보다 비싸기 때문이다.
짐바브웨신문은 무가베 정권의 부폐상을 고발하다 탄압을 당해 남아프리카 공화국으로 근거지를 옮겨 신문을 발간했고 이후 정부당국은 해외 출판물을 사치품으로 규정해 55%의 수입세를 매겨 간접적으로 이 신문을 비롯한 해외 출판물의 구독을 막은 것으로 알려져 있다. 짐바브웨 통화 인플레이션은 유명해 이베이 등 해외 온라인 상거래 사이트에 5억, 100억, 200억, 500억, 100조 짐바브웨 5종 지폐 세트가 기념품으로 등장해 20달러 정도에 팔리고 있다.
대행사는 남아프리카 공화국 대행사 TBWA.
Zimbabwean newspaper campaign turns worthless banknotes into gold
Campaign to boost sales of the Zimbabwean using useless currency wins top award at Cannes Lions advertising festival
Mark Sweney
guardian.co.uk, Wednesday 24 June 2009 07.05 BST
Article history
Ad for the Zimbabwean printed on worthless banknotes. Click bottom right to see full image. Photograph: TBWA/Hunt/Lascaris/Johannesburg
A campaign to boost sales of the Zimbabwean, a newspaper that attacked Robert Mugabe’s regime by using the troubled country’s almost worthless bank notes to make billboard adverts, has won the top award in the outdoor category at the Cannes Lions International Advertising Festival.
The campaign to promote sales of the newspaper, which is published in the UK and South Africa, used the Zimbabwean currency as an advertising medium on posters and billboards to raise awareness of the dire state of the country under Mugabe.
Straplines used in the poster campaign included “Thanks to Mugabe this money is wallpaper”, “Z$250,000,000 cannot buy the paper to print this poster on”, “It’s cheaper to print this on money than on paper”, and “Fight the regime that has crippled a country”.
The ads, by South African agency TBWA/Hunt/Lascaris/Johannesburg, won the Cannes Lions Grand Prix award for outdoor advertising. The Zimbabwean campaign also won a gold lion in the media category.
The agency said one of the most “eloquent symbols” of the state the country is in, with rampant inflation, was to use the Zimbabwean currency.
The newspaper faces a 55% “luxury import” tax to get copies into Zimbabwe, making it unaffordable to most locals.
To get more copies of the paper into the hands of Zimbabweans it has to be subsidised, which is done by raising awareness and sales outside the country.
The Zimbabwean newspaper, which carries the slogan A Voice for the Voiceless, targets Zimbabweans living in the UK and the 2 million living in Southern Africa, mainly South Africa and Botswana.
Wilf Mbanga, the founder, editor and publisher of the Zimbabwean, lives in Britain after being forced to leave Zimbabwe when he was branded an enemy of the people. He has written for the Guardian’s Comment is Free blogging website.
UK ad agency DDB London won a bronze lion at Cannes in the outdoor category for a campaign for Harvey Nichols in Bristol.
